Marketing: A Brief Introduction - Softcover

David Stokes; Wendy Lomax

Softcover

ISBN 10: 1844805522 ISBN 13: 9781844805525

Publisher: Cengage Learning EMEA, 2007

Synopsis

The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing." Frances Ekwulugo, University of Westminster Marketing, a brief introduction is an accessible and engaging introduction to the practice and theory of marketing. The book is based on an active learning approach which is demonstrated through a series of short case studies, practical examples and activities which encourages students to draw upon their own experiences. Marketing principles are effectively applied to a wide variety of contemporary contexts: entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing. As an introductory text it is written for students fresh into the study of marketing. It can be used in the classroom by students following full or part-time business and management courses at university or college but is also suitable for those studying at home as part of a distance learning program or for their own interest and self-development.

About this title

Review

The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing
-- Frances Ekwulugo, University of Westminster

From the Publisher

Key features include: theory and practice of principles from a no knowledge base to a broad and practical knowledge, a number of short and longer cases throughout the text put theory into practice-- ties students' personal experiences to the concept of marketing, eg market surveys in the high street to internet advertising, coverage of key topics including entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing, emphasis is placed on practical, commonly used marketing methods such as selling and word of mouth marketing communications.

A further feature, the companion website provides additional resources for students including self-test questions, examples of possible examination questions and a list of useful web links.

Edition details

• Publisher: Cengage Learning EMEA
• Publication date: 2007
• ISBN 10: 1844805522
• ISBN 13: 9781844805525
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 448